Sales Marketing
Resume:
Mt. Pleasant, S.C. *****
**********@*********.***
RESULTS-DRIVEN MARKETING LEADER
> Emphasizing profitability through increased sales, new revenue
sources, improved efficiencies, and unconventional solutions.
> Maximizing ROI by leveraging experience with budget management,
project management, and vendor negotiations.
> Developing strategies and tactics for client acquisition and
retention, market penetration, brand awareness, and competitive
advantages through first-to-market products/services.
> Applying technology to win sales and market share through database
marketing, customer segmentation, digital marketing channels, and
search engine optimization..
> Growing focused internal teams through clear direction,
accountability, mutual support, mentoring, and regular feedback.
EXECUTIVE PERFORMANCE HISTORY
First Financial Holdings / First Federal, Charleston, South Carolina
1985 - Date
Member of the senior management team for First Federal. With nearly 70
offices from Wilmington, N.C. to Hilton Head, S.C., First Federal is the
largest financial services subsidiary of First Financial Holdings, Inc.
with assets of $3.3billion..
Senior Vice President of Analytics
2010 - Date
Selected to create an in-house analytics and research department.
Coordinated strategic analysis/projections, set sales goals for business
units, and formulated tactics to ensure optimal sales volume. Provided
insights on sales trends and recommended tactics to maximize opportunities.
Managed contracted market research initiatives.
. Accomplishments of note:
o Spearheaded bank branch reduction initiative with goal of multi-
million dollar cost savings. Developed a score-based model to
identify facilities most suited to closure or consolidation.
o Formulated strategies to reduce expenses while retaining a
competitive advantage.
o Incorporated seasonal variables to improve sales forecasting /
goals.
o Developed pricing strategies to improve revenue stream.
o Established audit protocol to ensure accuracy in sales reportage
and commissions.
Senior Vice President of Marketing
2005 - 2010
With full management and administrative authority over the organization's
ten-person marketing unit and $2MM+ annual marketing budget, introduced
tactics that significantly expanded the bank's customer base and overall
brand awareness. Priorities included oversight of mass media advertising,
database marketing (direct mail & e-mail), market research, product
development, promotions, niche marketing programs, and public relations.
Utilized new media channels with an emphasis on search engine optimization,
paid search, internet advertising, and social media. Other initiatives
included client adoption of mobile banking, online bill pay and e-
statements.
. Accomplishments of note:
o Introduced multi-channel marketing that emphasized data mining,
targeted database marketing (traditional & electronic), online
media, and effective use of mass media.
o Designed and coordinated best-in-class strategies for complying
with Reg. E and other threats to fee income, ensuring the Company
retained a stable revenue stream.
o Introduced a well-defined internet presence for the bank with an
emphasis on ease of navigation, search engine optimization, and
proactive online sales. Also, led successful marketing rollout of
multiple online product options.
o Drove the organization's entry into digital marketing via search
engine advertising and advertising prior to on-demand video feeds
(network & local broadcast outlets).
o Cultivated consistent brand presence in all Company
communications, including advertising, promotions, signage,
employee training, and staff-customer interaction.
o Produced consistent increases in same-store sales through multi-
media advertising, internal promotions, and incentivized customer
referrals. Of particular note: an industry-leading 75% checking
penetration among our retail checking households.
o Generated savings of $300K+ annually through initiatives to
migrate customers from paper statements to less costly e-
statements. Personally developed tactics that led to e-statement
adoption by 30% of bank clients.
o Arranged for First Federal to be among the first in the nation to
debut a merchant-funded rewards program driven by client
transaction data. The result: cash rewards for customers and a
revenue stream to the bank with no out-of-pocket expenses.
o Developed South Carolina's first "rewards checking" account.
Offering a high rate in exchange for behaviors that reduce costs
and generate income, the account is now the bank's flagship
checking product with over $115MM in deposits.
o Designed and introduced a low-risk checking product for
individuals who would otherwise be declined. The fee-based
product accounted for 15% of DDA openings.
o Personally developed a discount drug card program, which has saved
bank clients $7.4MM+ since its 2007 debut. The program comes at
no cost to the bank, but generates a revenue stream of up to $100K
annually.
Vice President of Marketing 1994 - 2005
. Responsible for all aspects of the marketing function, including
oversight of staff, budget, campaign management, media selection, and
setting/tracking of sales goals.
. Produced consistent year-over-year gains in household growth and share-
of-wallet.
. Grew retail presence in bank branches via video merchandising and
focused sales events.
. Expanded niche marketing efforts for seniors and youth segments.
. Coordinated all marketing components surrounding the consolidation of
Peoples Federal into First Federal, including product migration, brand
identity, and market awareness. Acquired by First Federal in 1990,
Peoples Federal operated as a unique entity until 2002.
Director of Marketing 1991 - 1994
Marketing Supervisor 1989 - 1991
Advertising & Promotions Manager 1985 - 1989
. Managed projects assigned to the bank's advertising and direct
marketing agencies.
. Developed advertising, direct mail, point-of-purchase displays,
collateral material, and special promotional projects (e.g. branch
openings, sales incentives, etc.).
. Marketing associated with acquisition of Conway, S.C. based Peoples
Federal.
. Established a social element to the bank's seniors-oriented checking
program, which distinguished the bank from competitors and boosted
account acquisition/retention.
S.C. Coastal Council, Charleston, South Carolina 1984 -
1985
Public Information Officer
. Responsible for media relations, press release generation, and
production of agency newsletter. Coordination of public hearings,
council meetings, etc.
COMMUNITY / PROFESSIONAL SERVICE
South Carolina Bankers Association, Columbia, South Carolina
Marketing Committee
ABA Marketing Network, Washington, DC
Member
Charleston Symphony Orchestra, Charleston, South Carolina
Board of Directors
Charleston Ballet Theatre, Charleston, South Carolina
Former member, Board of Directors
EDUCATION
University of South Carolina, Columbia, South Carolina
B.A., Journalism
R. BRUCE COPELAND, JR.
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